Campbell Tags Tuesdays
Campbell Soup Co. will expand Tasty Tuesdays, an in-store, in-home effort that’s been testing in Columbus, OH since December.
The account-specific campaign ties meal-center displays in-store to Sunday circulars and www.TastyTuesdays.com, where consumers register to get a new recipe each week via e-mail. The punch line comes when Food Network host Gordon Elliott pays a surprise visit to someone’s home (with camera crew in tow) and cooks dinner using Campbell’s soup and a simple list of ingredients. That footage airs as TV advertising, with a new spot each week, tagged “Dinner will never be the same.”
Drive-time radio rounds out the support, letting Campbell’s touch consumers online, in-store, via newspaper and broadcast—and for the lucky few, right in their own kitchens. Ryan Partnership, Westport, CT, handles; BBDO, New York City, does the ads. Spots use video instead of film; the money saved helps fund multiple executions, said Jeremy Fingerman, president-U.S. soup
Camden, NJ-based Campbell will roll out the campaign in the fall after tweaking it this summer. Campbell plans to go national, and expects to get 1 million registrants for its database. The goal is to make Tasty Tuesdays a platform for national promotions. The program is designed to “create a habit,” Fingerman said. Simple recipes “give Mom more table time with the family,” and displays tie to retailers’ own meal-solution sections.
“The biggest challenge is getting it executed in store,” Jim Kenney, president-Campbell Sales Co., said.
Campbell has already benefited from word of mouth: Fully 600,000 consumers have registered at www.TastyTuesdays.com to get the weekly e-mail, despite the fact that media support only runs in Columbus.
Separately, Campbell expands its year-old Soup at Hand line with kid flavors including Pizza and Taco, as well as adding adult flavors Chicken Noodle and Clam Chowder. The line ships July 11; Campbell moved up its ship date to be in stores for back-to-school. Heavy sampling will support. The line hit $75 million in sales this year, better than the $50 million to $60 million Campbell expected.
Kellogg Plays with Cat in the Hat
Kellogg Co. will spend the holidays with The Cat in the Hat. A tie-in to the Universal Pictures film will include a special Cat in the Hat cereal and may extend to snack brands including Pop-Tarts.
In-pack premiums will feature Cat characters, and Kellogg may field a Cat backpack offer as well. Arc, is lead agency. The film stars Mike Meyers and is slated for holiday release.
Meanwhile, Battle Creek, MI-based Kellogg partners with Cartoon Network for back-to-school displays that put Ernie Keebler behind the wheel of a school bus, and the Powerpuff Girls and Cartoon Cartoon stars inside. A mail-in offer touts spinning desktop toys, with two sets of four toys (one Powerpuff, the other Cartoon Cartoon) for three proofs of purchase per set. Cartoon Network characters show up as products, too, with Powerpuff and Dexter’s Laboratory mini sandwich cookies (the crème changes color in your mouth). That complements Scooby Doo cheddar crackers, cereal, and Eggo waffles (with Scooby’s face stamped in the center) and Lion King animal crackers.
Miller Rides to Harley’s 100th Party
Miller Brewing Co. buddies up with Milwaukee neighbor Harley-Davidson as official sponsor of Harley’s 100th anniversary.
A 100 Years, 100 Bikes sweeps breaking mid-July will award 100 Harleys and trips to the Aug. 31 Anniversary party in Milwaukee. A national online sweeps will award one bike and trip. Local market-area overlays, including some tie-ins with local dealers, will award the other 99 bikes and trips. Tagline is “Born to be Miller Time”; Zipatoni, St. Louis, handles. P-O-P, on-premise activities and a series of eight commemorative cans touting Harley designs support.
Meanwhile, Miller continues its April-May campaign Destination: Miller Time giving away 100 prizes a day, from $1,000 travel vouchers to portable bars and T-shirts.
Ballplayers Sing for Armour Hot Dogs
ConAgra Foods brings baseball greats to the mike for Armour’s Pick a Star summer sweeps.
Four players (Roger Clemens, Ken Griffey Jr., Derek Jeter and Sammy Sosa) sing—yes, they sing—the Armour hot dog jingle, and fans vote for their fave performance. Each vote is a sweeps entry to win one of 1,500 autographed baseball memorabilia. Consumers hear the jingle in TV spots and via a toll-free number flagged on packages and in FSIs. A shelf-talk display puts the crooners in-store for July and August, where fans can hear the jingle at the press of a button. The Promotion Network, Chicago, handles with ad support via Grey, New York City.
This is the fourth year that Omaha, NE-based ConAgra uses baseball players as “Armour Stars,” but it’s the first year ConAgra has asked them to sing.
The Food Marketing Institute (FMI) Show, was held May 4-6 at McCormick Place in Chicago.
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